The 74-year-old luxury carmaker launched a new era as a lifestyles brand, launching its first prêt-a-porter collection while presenting its racing pedigree and performance street cars to a younger generation.
Ferrari’s long lineage of sleek, curved automotive bodies was shown alongside the line of fashion by designer Rocco Iannone, whose collections focused primarily on structured outwear contrasting with fluid, brightly printed silks in Ferrari red, Scuderia yellow and electric blue.
The show started with items like trenches, bombers and parkas with the Prancing Pony logo placed discreetly on the nape, as well as rubberized accents on pockets and sleeves to evoke the spirit of automotive heritage.
“The young generations have the power to express the energy and the power of a brand,” Iannone said of the target audience. A youthful streetwear feel was created with Ferrari branding on shirts paired with wide shorts with reflective tape or loose-fitting trousers fastened at the ankle.
They also designed footwear. For women, they designed steel stiletto moccasins with rubber soles, while for men, they created sneakers with Puma. Rayban sunglasses and big Prancing Pony crystal earrings completed the look.
The seasonless collection will be trickled out in six drops this year with genderless concepts and sizes XXS XXL. Along with the collection, Ferrari unveiled a remodeled flagship store, where the first capsule collection is available beginning Monday, and new stores are also planned this year in Milan, Rome, Los Angeles and Miami.
“Ferrari wants to champion Italian excellence and the best of our country’s creativity,” said Ferrari chairman John Elkann at the event. “Today’s fashion show in our factory and the openings of the Ferrari store and the Cavallino restaurant in Maranello are signs of a strong and optimistic Italy, ready for growth and renewal.“
What do you think? Are Ferrari doing a good job targeting a younger audience through fashion? Let me know!